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Pendoring finalists demonstrate expressiveness of Afrikaans advertising

With 11 finalists to its credit, the independent Gauteng advertising agency Joe Public this year boasts the most Pendoring finalists. Not far behind is Draftfcb Johannesburg with eight finalists, followed by Draftfcb Cape Town, Etiket and Ogilvy with five finalists each. (In terms of agency groups, Draftfcb leads the way.)
Pendoring finalists demonstrate expressiveness of Afrikaans advertising
The agencies Baie-Lingual Blink Stefanus, Black River F.C., TBWA\Hunt Lascaris, Net#work BBDO Cape Town, tbsp///beyond the line and MK each have two finalists, while Global Mouse, Volcano Advertising, NINETY9cents Communications, Saatchi & Saatchi, Net#work BBDO Johannesburg and MetropolitanRepublic garnered one finalist each.

From the more than 300 entries for the 16th annual Pendoring Afrikaans Advertising Awards for excellent Afrikaans and Truly South African advertising, 66 finalists were selected. The winners will be announced at the glittering gala event at Vodaworld in Midrand on 29 October 2010.

A poster in the Exclusive Books campaign by Ogilvy Johannesburg - a finalist in the poster and Original Afrikaans category.
A poster in the Exclusive Books campaign by Ogilvy Johannesburg - a finalist in the poster and Original Afrikaans category.
click to enlarge
In the professional categories 17 agencies accounted for 52 finalists, while four advertising schools and tertiary institutions accounted for 14 finalists.

An esteemed judging panel under chairmanship of Leon Jacobs, executive creative director of Saatchi & Saatchi in Geneva, Switzerland, worked hard over two full days to
make their final choice.

Joe Public’s campaign for kalahari-net - a finalist in the newspaper category.
Joe Public’s campaign for kalahari-net - a finalist in the newspaper category.
click to enlarge
To facilitate the entry and judging process, the proprietary entry management solution developed by The Loeries was used again and all scores were recorded using Apple iPod Touch devices. This judging system ensures a smooth process and by using the Apple devices, error in the ballot counting process is avoided. This year the results were also verified by an external auditor.

In terms of individual institutions in the student categories, Northwest University's Potchefstroom campus reigns supreme with four finalists. However, with three finalists for the Durban campus of Vega The Brand Communications School, two for Vega Bordeaux and one for Vega Cape Town, collectively the three Vega advertising schools lead the way. Nelson Mandela Metropolitan University bagged one finalist.

In the professional agency categories, newspaper and poster entries showed a marked increase, but in the traditionally strong radio category, as well as in the category for mixed media campaigns, there was a significant drop in entries.

The Truly South African categories for both agencies and students were once again well supported and in the case of the students, entries doubled.


ALL THE FINALISTS (in alphabetical order according to the title of the entry):

ADVERTISING ABOVE-THE-LINE
 
TV/CINEMA (with a production budget exceeding R350 000)
 
Title:Skaap
Agency:Draftfcb Johannesburg
Advertiser:Toyota
 
TV/CINEMA (with a production budget less than R350 000)
 
Title:Hoordosis 5 - Die Antwoord
Agency:MK
Advertiser:MK
 
Title:Hoordosis 5 - Dans Dans Dans
Agency:MK
Advertiser:MK
 
Title:More met Francois
Agency:Saatchi & Saatchi
Advertiser:Essentiale
 
RADIO/JINGLES
 
Title:Hiluxie
Agency:Draftfcb Johannesburg
Advertiser:Toyota
 
Title:Oorrrrrspronklike onderdele
Agency:Draftfcb Johannesburg
Advertiser:Toyota
 
Title:So het jy my gesteel
Agency:Draftfcb Johannesburg
Advertiser:Lexus
 
Title:Vingerkunstenaar
Agency:Draftfcb Cape Town
Advertiser:Spur Restaurants
 
NEWSPAPERS
 
Title:Die wittebroodsuite
Agency:Draftfcb Johannesburg
Advertiser:Toyota
 
Title:Hannelie, Bettie, Melanie (campaign)
Agency:Joe Public
Advertiser:kalahari.net
 
Title:Karavaanhemel
Agency:Draftfcb Johannesburg
Advertiser:Toyota
 
Title:Katte en Honde
Agency:Draftfcb Johannesburg
Advertiser:Lexus
 
Title:Ongemakke
Agency:Draftfcb Cape Town
Advertiser:Die Burger
 
MAGAZINES
 
Title:Die storie in die storie
Agency:Draftfcb Cape Town
Advertiser:Die Burger
 
Title:Gewigsverlies
Agency:Joe Public
Advertiser:Robertson Winery
 
Title:Huweliksnag
Agency:Joe Public
Advertiser:Robertson Winery
 
Title:Plaas, Meisie
Agency:tbsp///beyond the line
Advertiser:kykNET
 
Title:Riaan
Agency:Joe Public
Advertiser:Pendoring 2009
 
POSTERS
 
Title:Bennie Boekwurm, Haas Das, Liewe Heksie (campaign)
Agency:Joe Public
Advertiser:Pendoring 2009
 
Title:Jakkals trou met wolf se vrou
Agency:Draftfcb Johannesburg
Advertiser:Lexus
 
Title:Hiertjou-broodblik; Kannihorie-Kakofonie-Klapsoekpyp; Papier-Vampier; Roekeloserampokkerresieskombie; Spytjytgekykdriehoek-baaibroek (campaign)
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
 
OUTDOOR
 
No finalists
 
AMBIENT
 
Title:Andy Worsrol
Agency:NINETY9cents Communications
Advertiser:Checkers
 
Title:Dis beter om te peuter
Agency:Volcano Advertising
Advertiser:CANSA
 
Title:Stirrers
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
 
ONLINE
 
Title:My buurvrou
Agency:Etiket
Advertiser:Sondag
 
MIXED MEDIA CAMPAIGN (ABOVE-THE-LINE)
 
No finalists
 
COMMUNICATION DESIGN
 
Title:Pendoring - Adventkalender
Agency:Joe Public
Advertiser:Pendoring 2009
 
Title:"80"
Agency:Draftfcb Cape Town
Advertiser:Santam
 
Title:Straatligkinders (CD launch)
Agency:Global Mouse
Advertiser:Straatlig Kinders
 
EXPERIENTIAL MARKETING
 
DIRECT MARKETING & PROMOTIONS
 
Title:Afgeskeepte Heksie
Agency:Joe Public
Advertiser:Pendoring 2009
 
Title:Dompas
Agency:Net#work BBDO Cape Town
Advertiser:Good Hope FM
 
Title:Man trou met Logo
Agency:Baie-lingual Blink Stefanus
Advertiser:Baie-lingual Blink Stefanus
 
Title:Uitgeknip
Agency:Net#work BBDO Cape Town
Advertiser:VISI
 
DIGITAL MEDIA
 
Title:Die Kaplyn
Agency:Etiket
Advertiser:Mozi Records
 
Title:My buurvrou
Agency:Etiket
Advertiser:Sondag
 
Title:Paddas
Agency:Baie-lingual Blink Stefanus
Advertiser:Die Vagina Monoloë
 
MIXED MEDIA CAMPAIGN (BELOW-THE-LINE)
 
Title:Afskeepveldtog
Agency:Joe Public
Advertiser:Pendoring 2009
 
Title:kykNET KKNK
Agency:tbsp///beyond the line
Advertiser:kykNET
 
Title:Die Kaplyn
Agency:Etiket
Advertiser:Mozi Records
 
GENERAL
 
BEST PAY-OFF LINE/EXPRESSION/HEADING
 
No finalists
 
ORIGINAL AFRIKAANS
 
Title:Les 1, Les 2, Les 3 (radio campaign)
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
 
Title:Hiertjou-broodblik; Kannihorie-Kakofonie-Klapsoekpyp; Papier-Vampier; Roekeloserampokkerresieskombie; Spytjytgekykdriehoek-baaibroek (plakkaatveldtog)
Agency:Ogilvy Johannesburg
Advertiser:Exclusive Books
 
Title:Pendoring 15 Jaar
Agency:Etiket
Advertiser:Pendoring 2009
 
Title:"Ry"
Agency:Draftfcb Cape Town
Advertiser:Vital
 
TRULY SOUTH AFRICAN - TV
 
Title:Beggar
Agency:Network BBDO
Advertiser:Chicken Licken
 
Title:Breasts
Agency:Black River F.C.
Advertiser:Nando's
 
Title:District 9
Agency:Joe Public
Advertiser:Ocean Basket
 
Title:Selinah
Agency:Ogilvy Johannesburg
Advertiser:Topsy Foundation
 
Title:Slovo Divas
Agency:TBWA\Hunt Lascaris
Advertiser:Apartheid Museum
 
TRULY SOUTH AFRICAN - RADIO
 
Title:Forrest Gump
Agency:MetropolitanRepublic
Advertiser:Maponya Mall
 
Title:Funeral, Tatollo (campaign)
Agency:TBWA\Hunt Lascaris
Advertiser:DOOM
 
Title:Xa ukulamba kufikile (When hunger arrives)
Agency:Joe Public
Advertiser:Ocean Basket
 
TRULY SOUTH AFRICAN - PRINT
 
Title:Will Not Support England
Agency:Black River F.C.
Advertiser:Mini
 
Title:Spark Hope
Agency:Joe Public
Advertiser:Rock4AIDS
 
STUDENTS
 
ADVERTISING (ABOVE-THE-LINE)
 
Title:Bommie, Emmer
Tertiary institution:AAA School of Advertising
Product/service:Nola
 
Title:Daar kom die oliedrama
Tertiary institution:Vega the Brand Communications School Kaapstad
Product/service:Die Burger
 
Title:Flipside (Afrikaans)
Tertiary institution:Vega the Brand Communications School Durban
Product/service:Kick Racism
 
Title:Gat in die grond
Tertiary institution:AAA School of Advertising Johannesburg
Product/service:World Wildlife Fund
 
Title:Oupa en Ouma
Tertiary institution:AAA School of Advertising Johannesburg
Product/service:Senokot
 
DIGITAL
 
No finalists
 
MIXED MEDIA CAMPAIGN (THROUGH-THE-LINE)
 
Title:Bevonk
Tertiary institution:Northwest University
Product/service:Bevonk
 
Title:Gaan wild
Tertiary institution:Northwest University
Advertiser:Volume Rockfees
 
Title:Roofies
Tertiary institution:Northwest University
Advertiser:MK
 
Title:Volkome ondersteuning
Tertiary institution:Northwest University
Advertiser:AngloGold Ashanti
 
TRULY SOUTH AFRICAN - ALL MEDIA
 
Title:Falagalore CI
Tertiary institution:Vega the Brand Communications School Bordeaux
Advertiser:Falagalore
 
Title:Flipside (English)
Tertiary institution:Vega The Brand Communications School Durban
Advertiser:Kick Racism
 
Title:Flipside (Zulu)
Tertiary institution:Vega The Brand Communications School Durban
Advertiser:Kick Racism
 
Title:Kaler Jonker, Groter Pronker
Tertiary institution:Nelson Mandela Metropolitan University
Advertiser:Pronk
 
Title:Victims of Colour
Tertiary institution:Vega The Brand Communications School Bordeaux
Advertiser:Jozi Kaya


22 Sep 2010 22:23

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